Thursday, January 23, 2020


iD Fresh Food celebrates inaugural World Vada Day with online game
Saturday, 10 August, 2019, 14 : 00 PM [IST]
Our Bureau, Bengaluru
iD Fresh Food gave vada lovers a reason to celebrate with the announcement of the first World Vada Day recently. To celebrate this unique day, iD Fresh Food launched an online game featuring a fun-filled character they created called Vadasura, who represents the food-loving Asura within all of us.

The aim of this entertaining and engaging game is to use the scroll keys to catch the medu vadas as they fall from the sky. The game will be available for a short period of time on a microsite which can either be scanned or directly accessed through a link. High scorers on this game will win gift vouchers that can be redeemed for iD products.

Additionally, the food brand has collaborated with standalone modern trade stores and modern trade stores for sampling and special offers for customers. They will also highlight this day through various online and social media engagements, as well as the use of traditional branding and signage tools across physical stores.

Announcing the launch of World Vada Day, P C Musthafa, chief executive officer and co-founder, iD Fresh Food, said, “We choose August 8, 2019 as the perfect day to celebrate our love for vadas as the date 8/8 resembles two medu vadas stacked on top of each other.”

“Additionally, monsoons are the apt season for deep-fried indulgences, and hence, we decided to adopt this date as the ideal day, to indulge in all things vada, including eating, shopping and gaming,” he added.

Musthafa added, “Medu vada is one of the most popular and well-loved snack in India, but making it at home is fast becoming a lost art, as it is considered to be messy and time-consuming.”

“Today, people have ceased to make vadas at home anymore. We, at iD Fresh Food, hope that by commemorating this day, we are able to remind people about the delectable joy and warm nostalgia that a plate of homemade vada evokes in all of us,” he added.

Medu vada in all of its variations is one of the most popular snacks in India made from ground urad dal (black gram), chillies, ginger and other condiments. It is enjoyed as a breakfast treat, evening appetiser or even a just-like-that snack.

For vada lovers, who want to make this delicious snack at home iD Fresh has simplified the process with their natural vada batter in its innovative squeeze-and-fry packaging. Making perfectly shaped and delicious vadas has never been simpler.

Since 2005, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh Indian foods, including Idly and Dosa batter, Ragi Idly and Dosa batter, Rice Rava Idly batter, Malabar Parota, Whole Wheat Parota, Whole Wheat Chapati, Whole Wheat and Oats dosa batter, Natural Paneer, Filter Coffee Decoction and the Squeeze and Fry Vada Batter.

The company has evolved from making batter in a 50sq ft kitchen in Bengaluru to modernising food packaging and establishing its presence across India and UAE. iD Fresh’s USP remains its 100 per cent natural, home-made style of preparation, without the use of any chemicals, preservatives, synthetic stabilisers, artificial colours, or flavours.

Earlier this year, iD Fresh, took the organic leap and is transitioning its entire product line and operations to organic. The company has been awarded certifications from the Agricultural and Processed Food Products Export Development Authority (APEDA), National Programme for Organic Production (NPOP), United States Department of Agriculture (USDA) and Jaivik Bharat, under the Food Safety and Standards Authority of India (FSSAI).

The company takes pride in its home-made style of preparation in ultra-hygienic factories with best-in-class food manufacturing and processing systems and state-of-the-art equipment to provide completely natural and preservative-free ready-to-cook food.
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